Cotopaxi is beloved by outdoor enthusiasts for its colorful, ultra-functional adventure gear. With the launch of Coraza — its first rolling hard-shell suitcase — the brand was stepping into the broader travel category, a space dominated by established luggage players. It meant we had to spark a new conversation with a new audience, and treat a product launch more like a brand re-introduction. To excite people on features, we had to enwrap them in an emotionally-driven story.

We anchored our campaign in the modern “bleisure” traveler: someone who seamlessly blends work and exploration, moving from conference rooms to trailheads and back again. The insight was simple: while the best travel is fluid and spontaneous, most luggage is designed for a single purpose; the polished carry-on, the rugged hiking pack. Coraza combines Cotopaxi’s adventure-ready durability with the ease and utility of rolling luggage.

The idea came to life through the platform “Roll With It” — a celebration of travel at its most dynamic, adaptable, and open-ended. Our hero film transforms unpredictability into a source of joy, following a Cotopaxi-clad traveler as they navigate shifting plans, changing weather, and unexpected tempo changes with ease. In doing so, we connected product features like durability to aspirational emotional qualities like flexibility and serendipity. Throughout, the brand’s iconic llama makes delightful cameos, embodying the spirit of curiosity and optimism of travelers eager to see where the journey leads next.

Executed across TV, digital, retail, out-of-home, owned, and paid media — with channel strategy led by Fat Earth — this is Cotopaxi's most ambitious marketing effort to date and a deliberate pivot from outdoor adventure staple to premium travel lifestyle platform.